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Alternanthera philoxeroides and Hypophthalmichthys molitrix offer significant nutritional benefits. This study evaluates the proximate composition, amino acid profile, GC-MS analysis, FT-IR spectroscopy, SEM and EDX, and color values of edible paper sheets (EPSs) derived from Alternanthera philoxeroides incorporating different levels of Hypophthalmichthys molitrix flesh. The protein content in the EPSs varied based on fish flesh incorporation, peaking at 52.66% in Ap100/Hm300 (Non-boil). Protein and carbohydrate contents showed an inverse correlation across EPSs, with the highest carbohydrate content of 60.89% in sample Ap400/Hm0 (Boil). Lipid content was also found to correlate with H. molitrix flesh content in EPSs, ranging from 1.59% to 18.41%. Amino acid analysis identified 11 types, with methionine as the most prevalent, followed by leucine, phenylalanine, and lysine. GC-MS analysis revealed 51 bioactive compounds, including carbonic acid, hentriacontane, and various fatty acids. FT-IR analysis showed characteristic bonds, while color analysis displayed L* values ranging from 24.37 to 30.97. SEM analyses depicted the microstructure, surface view, and elemental composition of the EPSs, and EDX showed an abundance of Ca, N, K, O, C, Mg, Na, P, Cl, Mn, and Fe. Therefore, EPSs prepared from A. philoxeroides and H. molitrix could offer a promising approach for effectively utilizing aquatic biomass and providing both plant and animal nutrients to consumers. [ABSTRACT FROM AUTHOR]

When choices are made from ordered lists, individuals can exhibit biases toward selecting certain options as a result of the ordering. We examine this phenomenon in the context of consumer response to the ordering of economics papers in an e-mail announcement issued by the NBER. We show that despite the effectively random list placement, papers listed first each week are about 30% more likely to be viewed, downloaded, and subsequently cited. We suggest that a model of "skimming" behavior, where individuals focus on the first few papers in the list due to time constraints, would be most consistent with our findings. [ABSTRACT FROM AUTHOR]

Abstract: Ecolabeled paper towels are manufactured using post-consumer recycled material and sold in markets using a recycle logo. Environmentally conscious consumers purchase these paper towels and thereby contribute to improving environmental quality. In this paper, we estimate the implicit value placed by consumers on ecolabeled paper towels using a hedonic price function and conduct an expenditure analysis using Heckman''s selection model. Using the data set from the Internet-based grocery stores called as Peapod we find that some consumers recognize ecolabels on paper towels and place a substantial, positive price premium on them. The expenditure analysis indicates that for the preferred functional form, the demand for ecolabeled paper towels is inelastic for environmentally conscious consumers. The simulated results from the selection model indicate that a small subsidy for ecolabeled paper towels will not substantially change consumers'' purchase decisions. [Copyright &y& Elsevier]

This paper builds on a previous article describing an innovative approach to enhance the service user and practitioner's experience of novel collaborative approach to service improvement. It aims to explore the impact of this through the voices of service users as collaborators and co-authors. The Recovery and Collaborative Care Planning Café (RCCPC) designed with World Café principles, created a safe space to foster inquiry and learning about recovery between service users, carers, and practitioners in an NHS Trust. An important part of the method was in changing conversations towards recovery and living well with conditions applying CHIME concepts (Connectedness, Hope, Identity, Meaning, and Empowerment). Story is a qualitative method known as a well-established effective means of engaging others in sharing experiences and perspectives. Through the stories of service users' experiences participating in the RCCP Cafe, it was clear that they felt that CHIME concepts had a positive impact on the way that their conversations evolved. Accounts of how these conversations had resulted in personal growth and increased connectedness emerged. [ABSTRACT FROM AUTHOR]

Purpose: Fashion companies have been among the first to ride the new trend and develop projects for the Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims to investigate Gen Z consumers' intention to use digital fashion items in the Metaverse. Design/methodology/approach: The study relies on the technology acceptance model (TAM). The authors include specific aspects of the Metaverse: the user-avatar identification and the development of an alternative identity; fashion innovativeness is discussed as a moderator variable. The model is tested on Gen Z consumers, with 329 survey responses collected in 2022 and analyzed using structural equation modeling (SEM). Findings: The paper shows that the two external and explanatory variables the authors added, i.e. user-avatar identification and alternative identity, positively and directly impact the individual attitude to use digital fashion items in the Metaverse. Moreover, according to the proposed research model, the moderating effect concerning fashion innovativeness has positive and negative consequences. Originality/value: Using TAM, the authors explored consumers' perceptions (perceived usefulness and ease of use), attitudes and intentions regarding the new technology context (digital fashion in the Metaverse). This study enriched TAM with new consumer marketing constructs (user-avatar identification and alternative identity) and their relationships with consumers' intention to use digital fashion items in the Metaverse. This study also contributed to TAM by exploring the relevance of moderating the effects of consumer fashion innovativeness on consumers' intentions and attitudes in the novel context of digital fashion in the Metaverse. The paper contributes to the academic debate by focusing on the individual and personal sphere of the consumer moving in the Metaverse digital environment. The marketing-focused study develops research on Gen Z consumers to provide new insights and possible opportunities for marketers in the Metaverse. [ABSTRACT FROM AUTHOR]

Ethical food consumption has gained significant attention in the past years, reflecting a societal shift towards ethical behavior. Our study examines the evolution of ethical food consumption research over the past three decades, aiming to map its transformation. We identified key trends, influential contributors, and major thematic clusters through a bibliometric analysis, employing VOSviewer (v.1.6.18) for bibliometric visualization, focusing on citation networks and keyword o-occurrences to reveal the field's structure and dynamics. We made extensive use of the Web of Science database, where we selected 1096 relevant articles and review papers. Our analysis shows a notable rise in publications starting in 2005, with a peak in 2022, indicating increased scholarly interest in the topic. The findings underscore the importance of integrating empathy and human values into ethical food consumption, highlighting the critical roles of animal welfare, sustainability, and social justice. Despite a strong pro-ethical attitude among consumers, a significant "attitude-behavior gap" persists, emphasizing the need for strategies that bridge this divide. Our results emphasize the importance of interdisciplinary efforts to align ethical practices with broader societal goals, offering valuable insights for future research and policy-making to promote sustainable and ethical food consumption worldwide. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to explore the negative effect of power distance belief (PDB) on do-it-yourself (DIY) preference. It extends previous studies by delving into the underlying mechanism and identifying three theoretically driven moderators that could mitigate this negative effect. Design/methodology/approach: The paper uses secondary data at the country level and conducts three experiments involving participants from the USA and Germany. Findings: The results suggest that the adverse impact of PDB on DIY preference exists through the underlying mechanism of attitude toward customer power. This negative effect can be mitigated when individuals with high PDB focus on status, find themselves in a position of low power or engage in activities within a private consumption setting. Practical implications: For DIY companies, this study offers crucial insights into the impact of cultural values on consumers' DIY preferences. By customizing their marketing communications, companies can resonate with high PDB customers more effectively. Originality/value: This research enhances DIY literature by introducing novel moderators within a theoretical framework, explaining why DIY preference might be low among individuals with high PDB and suggests ways to attenuate this effect. [ABSTRACT FROM AUTHOR]

Introduction: This paper provides a critical reflection from both the researcher and public contributor (PC) perspective on the benefits and the learnings taken from involving PCs in research related to Parkinson's. Approach to Patient and Public Involvement (PPI): This paper reports on how PCs shaped the design and development of the PRIME‐UK research programme study materials through input into information leaflets, consent forms and other patient‐facing documents used across three studies within the PRIME‐UK research programme. The PRIME‐UK research programme is designed to improve the quality of life of people with Parkinson's and this project included three studies: a cross‐sectional study, a randomised control trial and a qualitative study. We captured these impacts using Public Involvement Impact Logs, which provide a framework allowing researchers and PCs to report on the learnings, immediate outcomes and impacts from PPI. For this project, the impact logs enabled us to provide reflections from PCs and researchers on the process of involving 'the public' in Parkinson's research. Findings: This paper builds on existing evidence of the range of benefits and challenges that emerge from working with patients and the public in Parkinson's research; this includes reflecting on the changes made to the study materials and benefits for the people involved. Four themes emerged from the reflections that were common to the researchers and PCs; these were the importance of providing a supportive environment; recognition of the benefit of the evaluation of the impact of PPI; acknowledgement that engagement of PPI can make a positive difference to the research process and that timely communication and the use of face‐to‐face communication, where available, is key. Furthermore, we demonstrate how impact logs provide a useful and straightforward tool for evaluating public involvement practices and supporting the feedback process. Conclusion: We offer key recommendations for involving patients and the public in Parkinson's research and suggest approaches that could be implemented to capture the impacts of public involvement. Public Contribution: Public contributors (PCs) were involved in the design and development of the participant information leaflets, consent forms and other patient‐facing documents used for studies within the PRIME‐UK research programme. In addition, PCs evaluated their involvement using impact logs and co‐authored this paper. [ABSTRACT FROM AUTHOR]

Research on corporate social responsibility (CSR) has investigated the determinants of firms’ choices to engage in substantive, as opposed to merely symbolic, CSR. However, scholars have yet to examine the economic incentives governing these choices. In particular, the literature offers little insight into how consumers’ willingness to pay a CSR price premium affects the choice between symbolic versus substantive CSR. To address this question, this paper proposes a formal model wherein substantive CSR reduces the negative socioenvironmental externalities associated with firms’ products, while consumers vary in their ability to monitor these externalities, and in their preferences for CSR. The paper establishes conditions under which the CSR price premium functions as an enabler of substantive CSR. It also examines how monitoring intensity, product differentiation, and competitors’ CSR engagement choices moderate this enabling effect. For example, when competitors engage in symbolic CSR, higher monitoring increases the enabling effect of the CSR price premium if substantive CSR sufficiently reduces negative externalities, but decreases it otherwise. Product differentiation and competitors’ decisions to engage in substantive CSR have similarly nuanced roles. A further application of the model suggests that CSR communication costs may be instrumental in discouraging all forms of symbolic CSR, including greenwashing and social washing. [ABSTRACT FROM AUTHOR]

Consumers are increasingly seeking products with a higher degree of customization, and this has intensified the search for more flexible production systems. Unexpected phenomena, including those impacting the economy and public health, have shown the need for high reactivity by manufacturers. Reconfigurable Manufacturing Systems are one of the means to respond to new market needs. They are designed to be able to quickly change their structure and thus adapt their functionalities and capabilities. A central question with regard to these types of systems is when and how they should be reconfigured. It is, however, a question that needs to be addressed simultaneously alongside the classic resource allocation and scheduling problems, since the problems are interdependent. This paper proposes four models that address the problem sequentially, partially sequentially, and integrally. Our numerical analysis demonstrates the advantage and importance of treating these problems in an integrated manner. In addition, we provide and compare three exact methods for the integrated process planning, layout, and scheduling optimization problems. The exact methods are integer linear programming, constraint programming, and constraint programming with search strategies, which our numerical examples show to be greatly superior to the two others. Finally, we present a problem at an industrial scale. [ABSTRACT FROM AUTHOR]

This article offers an editorial outlining matters presented in this issue. The author speaks of the U.K.'s Marketing Research Society Jubilee Conference. Of particular interest was the presentation by Bill Blyth which raised a warning flag over mixed-mode research methods. The departure of the book review editor is noted. A brief overview of papers on consumer choice is presented.

This paper examines the influence of consumers' gender and age on the relationship between their attitudes and purchase intentions for choosing a sustainable retirement village, drawing on the Ecological Theory of Aging and the Theory of Reasoned Goal Pursuit. About 931 research participants were collected in China through an online research firm, which distributed questionnaires to its sampling database. Partial Least Squares Structural Equation Modeling was employed to test the proposed hypotheses. The study reveals that (1) consumers' attitudes toward sustainable retirement villages mediate the relationship between social and environmental sustainability and purchase intentions; (2) The link between the attributes of sustainable retirement villages and consumers' purchase intentions is mediated by their attitudes, which are not influenced by the consumers' gender or age. This research demonstrates that neither the gender nor age of consumers significantly impact their attitudes and purchase intentions regarding sustainable retirement villages. The scope of this study is constrained by its sample and variables, as the research subject focuses specifically on Chinese consumers' attitudes and intentions toward sustainable retirement villages. [ABSTRACT FROM AUTHOR]

To promote an academic library makerspace, the University of Mississippi Libraries hosted a "3D selfie" booth which used body scanning technology. This booth, advertised on campus and set up outside the library during the first weeks of class, was designed to attract attention and perform outreach through the use of body scans to be printed in the makerspace at a later date. Although the hoped-for printing of "selfies" did not materialize, the project resulted in data about interested patrons and ideas for similar projects going forward. This paper serves as a case study for other academic library makerspaces interested in similar outreach. [ABSTRACT FROM AUTHOR]

In the early stages of the COVID-19 pandemic, the public has been experiencing severe stress and feelings of anxiety. Social media in particular has been shown in the literature to be a major contributing medium for the widespread distribution of misinformation concerning COVID-19. The rapid dissemination of fake news concerning supply shortages of certain essential items has increased pandemic-related behaviours such as panic buying. Factors that have led to panic buying include: perceived threat of an event, perceived product scarcity, fear of the unknown, and coping methods to gain control. Although these factors are prevalent reasons that induce panic buying behaviours, they do not explain the mechanisms of perception formation. It is possible that heuristics (i.e. availability, and affect), which are reinforced by social media posts, aid in the development of the illusory truth effect. This psychological phenomenon may be the root cause of the public's false perceptions of pandemic-related events. This paper reviews the impact of the illusory truth effect as a mediator in processing misinformation from social media and the news as truths that inevitably encourages panic buying behaviour. Furthermore, this paper examines the persistence of the illusory truth effect due to herd mentality and confirmation bias in the perpetual cycle of irrational decision making. In conclusion, the illusory truth effect has been demonstrated to be a key cognitive bias that strengthens with repetitive exposure to adverse sentiments related to COVID-19, and is likely to be maintained through herd mentality and confirmation bias in social situations. Although more research must be conducted to solidify this theory, the current review aims to serve as a basis for further research on the illusory truth effect and potentiate solutions in the prevention of adherence to this effect. [ABSTRACT FROM AUTHOR]

The advancement of mobile internet technology has enabled companies to leverage social media for e-commerce, where some use personified images and language to communicate with consumers. This paper investigates how personified communication affects consumer behavior in social commerce and whether consumers are willing to accept this new form of communication. Specifically, the study explores consumers' willingness to accept personified communication in social commerce, considering the role of cognitive needs in regulating the internal mechanism. The paper proposes suggestions for enterprises to improve their social media communication and presents an improved model based on the Technology Acceptance Model (TAM). The model introduces perceived interaction as a new independent variable and adds cognitive needs as a regulatory variable, which is more suitable for social commerce. The study conducts a questionnaire survey online and analyzes the data using AMOS and SPSS. The results demonstrate that perceived usefulness and perceived interaction positively impact consumers' attitudes, which subsequently influences their willingness to purchase. Furthermore, cognitive needs as a regulatory variable significantly affect the path from perceived usefulness to attitude and purchase intention. [ABSTRACT FROM AUTHOR]

Objectives: The purpose of this study was to recognize and categorise factors influencing Gen Z’s inclination to build and maintain brand relationships in the Metaverse. Originality/value: While there are interesting research findings in global literature regarding both customer engagement and brand relationships, explaining consumers’ engagement in brand relationships in the virtual world – the Metaverse – represents a unique challenge. Consequently, this paper aims to address this gap in the literature by examining Gen Z customers’ inclination to engage in brand relationships from an international standpoint. This leads to new conceptualization and the typology of factors. Materials and methods: Theoretical deliberations were grounded in literature studies. The empirical part of the paper was based on quantitative research in the form of a survey in 2023 with international respondents. The sample consisted of respondents aged 18-25, who declared they had conducted activity in the Metaverse. Sampling procedures were based on convenience sampling (non-random technique). In total, 97 valid questionnaires were used in the analysis. The research was exploratory in nature and was not intended to provide conclusive evidence, but to have a better understanding of the problem. The gathered data were subject to content analysis, descriptive statistics analysis, and exploratory factor analysis (EFA). Results: All the participants of the study declared that they had been active in the Metaverse, mainly in the form of gaming, education, or customer experience. Gen Z are willing to engage in relationships with brands in the form of value co-creation, providing feedback, recommendations and brand advocacy, or brand loyalty. Exploratory factor analysis (EFA) enabled the identification of 16 items in the following categories: Consumer Inclination, Consumer Openness, Consumer Relatedness, Consumer Esteem, and Consumer Growth. Convergent validity for a 5-item construct was tested and met the required criteria. Conclusions: This paper enhances our understanding of Gen Z consumers’ inclination to build brand relationships in the Metaverse on both a theoretical and empirical level. It is a response to the need for further research in this emerging field, which investigates less-explored factors and emphasizes the crucial role of the Metaverse in shaping consumer behaviour within virtual worlds. The study underscores the importance of utilizing the Metaverse for engaging customers and fostering stronger brand relationships, which provides managerial insights in order to enhance customer experiences in virtual environments. Several limitations were addressed in this study. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products. Design/methodology/approach: Two main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses. Findings: Findings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes. Practical implications: E-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection. Originality/value: Findings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices. [ABSTRACT FROM AUTHOR]

The present-day financial system is being influenced by the rapid development of Fintech (financial technology), which comprises technologies created to improve and automate traditional forms of finance for businesses and consumers. The topic of Fintech as a financial disruptor is gaining popularity in line with the swift spread of digitalization across the banking industry, whereby this paper contributes to the field by presenting a novel bibliometric analysis of the academic literature related to Fintech as a financial disruptor. The analysis is based on metadata extracted from the Scopus database through the VOSviewer and Biblioshiny software. The bibliometric analysis of 363 documents identifies the most impactful sources of publication, keywords, authors, and most cited documents on the topic of Fintech as a financial disruptor. As our analysis demonstrates, the number of publications on the given topic is increasing, indicating both interest among academia and potential for future research. [ABSTRACT FROM AUTHOR]

Background: As the number of large-scale outbreaks continues to rise worldwide, clinical trials are increasingly engaging disease-affected peoples within the Minority World (nations with over 80% poverty rates). Yet global health research inadequately addresses potential ethical issues of including impoverished, disease-affected populations and their contextual vulnerabilities in medical research. Objective: This paper presents a mixed-method analysis from our 2022 semi-structured survey capturing the experiences of Liberian Ebola Virus Disease (EVD) survivors serving as study participants in the Partnership for Research on Ebola Virus in Liberia (PREVAIL) clinical trials. Methods: Firstly, we conducted an extensive literature review of the scholarship related to biomedical research and ethical standards protecting study participants to inform our survey method and design. Applying a theoretical framework on vulnerability, we then qualitatively explored the survey responses of 19 EVD survivors' perceptions and experiences taking part in PREVAIL, including their expectations, treatment, delivered benefits, and quality of care. We further quantitatively codified their statements for underlying themes of reported negative experiences against standard ethical regulations in biomedical research, conducting a statistical analysis to inform generalizability. Most of the 19 survivors reported facing extreme ongoing vulnerabilities related to their disease status, including physical impairments, psychosocial stress, and socio-economic inequity. Results: Initially, the survivors tended to experience a sense of hope and pride in volunteering for PREVAIL. One in five participants reported benefiting from PREVAIL's regular medical diagnoses. However, most of their survey responses indicated prevalent negative shared experiences, including continually being confused or misinformed of their study participant rights, roles, and benefits; being burdened by heavy participation transaction costs; and repeated incidents of poor treatment and discrimination by PREVAIL staff after initial recruitment. PREVAIL participant satisfaction ranking is negatively correlated with receiving insufficient financial compensation (r = −0.51), extensive time requirements for each medical visit (−0.40), and being poorly treated by clinical staff (−0.67). [ABSTRACT FROM AUTHOR]

The purpose of this paper is to determine which factors influence the willingness of Italian wine consumers to purchase and pay a premium for sustainably produced wine. Data from 522 Italian consumers were collected using an online convenience sampling method to capture their attitudes and knowledge towards sustainably produced wine. Respondent socio-demographic characteristics were analysed using descriptive statistics. Multivariate logistic regression was used to examine whether the willingness to pay a premium for sustainably produced wines differs significantly based on past environmental related purchasing behaviour and socio-demographic characteristics. The main determinants of Italian consumers' purchases of sustainably produced wine are wine knowledge, age, previously having bought sustainably produced goods, previously having bought sustainably produced wine, and the price of wine. Income, education, or gender did not positively influence willingness to pay a premium value for sustainably produced wines. This study produced surprising results. Consumers in Italy are buying foods that are sustainably certified and over 60% would be willing to buy a sustainable wine, in theory. [ABSTRACT FROM AUTHOR]

Introduction. The volume and quality of online health information requires consumers to be discerning. Aim. This study aimed to explore consumer Internet use for health information, preferred format and what factors helped them to trust the source. Methods. A cross-sectional study was conducted in 2016–2017 with adults attending three cardiology outpatient clinic sites using a short paper-based survey. The survey included questions regarding online health information use and perceived trustworthiness with opportunities for free text responses. Survey data were summarised with key questions adjusted by age group, gender and ethnicity using logistic regression. Results. Of the 708 respondents (51% women, 66% aged 45–74 years, 16% Māori, 12% Pacific), 73% had sought health information online (64% in the previous 12 months), commonly for medication side effects, their health condition and self-help. Most (65%) were successful, although Pacific respondents reported a lower likelihood of search success compared to Europeans. Younger age groups were more concerned about information quality. Fact sheets (80%) were the most popular format and for all ethnic groups, followed by short videos (31%) and discussion groups (23%). Trusting online information required many strategies with 72% wanting health professionals to recommend websites. Discussion. Online health information seeking is a norm for consumers, with simple fact sheets being the preferred format to build knowledge and skills. With the rising tide of misinformation, health portal providers need to offer accurate and easy-to-read fact sheets in their suite of formats and health professionals need to support consumers guiding them to trusted websites. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its amplification of purchase intention for team-branded merchandise. Specifically, this paper assessed the role of distinct measures (warmth, brand attitude, admiration and success) on purchase intention. Design/methodology/approach: The hypothesized model was tested using a 2 (promotion: CRM vs non-CRM) × 2 (team: successful vs unsuccessful) between-subjects design. Following MANCOVA analysis, the moderating effect of success was explored within the sequential moderated mediation model where perceived warmth and brand attitude explicated the effect of CRM exposure on purchase intention. Findings: The results of this paper suggest that a "Warmth Effect" played a prominent role in shaping consumer perception for sports teams when partnered with a non-profit brand in a CRM appeal. Perceived team success was revealed as moderator, while warmth, brand attitude served as serial mediators on purchase intention. Research limitations/implications: This paper provides evidence-based insights to sport marketers to leverage CRM strategy in strengthening brand-related outcomes. Sport marketers may find the CRM strategy useful for engaging "casual" fans. Further analysis is needed to determine the generalizability of this consumer response to CRM in other product domains. Practical implications: Practical implications include leveraging CRM strategy to strengthen brand-related outcomes (i.e. perceived warmth, brand attitude and purchase intention), while also being mindful of the timing of CRM initiatives to optimize engagement. Sport marketers may find the CRM strategy useful for engaging "casual" fans. Originality/value: This paper lends clarity to brand attitude formation in the context of CRM. The findings of this paper demonstrate the influence of perceived warmth, brand attitude and success on purchase intention. [ABSTRACT FROM AUTHOR]

Purpose: Prior research has indicated that narratives may lead to fantasy which may evoke narrative transportation. Researchers have also established that narrative transportation affects persuasion, changes in attitudes and brand evaluations. To this end, several studies have focused on narrative consumption (i.e. being hooked into a narrative) and the aforementioned consequences of narrative transportation. However, research investigating the role that fantasy plays in consumers' journey from narrative consumption to narrative transportation is scant. The purpose of this paper is to develop a multidimensional scale for measuring narrative-driven fantasy in order to detail which dimensions of fantasy facilitate narrative transportation. Further, this paper posits that prior research has overlooked the mediating role that fantasy plays within the narrative consumption and narrative transportation process. As the exploration of overlooked mediators is important for theory development, this paper uses the scale developed here to test for fantasy as a mediator. Design/methodology/approach: This research involves four studies, taking a multi-methodology approach including one-on-one interviews and questionnaires. Exploratory factor analysis and sequential equation modeling are used to develop a valid scale for fantasy. Findings: This work results in the development of an eight-item scale of narrative-driven fantasy, highlighting two dimensions of fantasy: identification and passport. Further, this work finds that both dimensions of fantasy mediate the relationship between the level of narrative consumption (being hooked into the narrative) and narrative transportation. Research limitations/implications: The studies were conducted with respondents only from the USA, potentially limiting its generalizability to other countries and cultures. This research has several implications. This paper introduces a model that highlights fantasy's role within the narrative consumption and narrative transportation fields of study. It also delineates a scale that measures the different dimensions of fantasy. This scale can be used to gain further understanding of the strength and type of fantasy that narratives consumed via various mediums (music, movies, commercials) evoke, the relationship between these measures and narrative transportation, and the subsequent changes in intentions and attitudes. Further, the identification of fantasy as a mediator in the relationship between narrative consumption and narrative transportation allows for further theory development and exploration. Practical implications: The fantasy scale that is detailed in this paper may be used to indicate which celebrities, music, images, movies, commercials, products, brands and other stimuli best evoke narrative-based fantasy. The scale should apply to all types of fantasizing, enhancing the understanding of what increases levels of fantasy and the effects of such fantasy on persuasion. Originality/value: This research extends the literature on consumer engagement in narrative consumption and transportation by providing novel and valid scale measures for narrative-based fantasy. The fantasy scale provided is internally consistent and proves accurate across many samples and stimuli. The scale is also short (only eight items) and easy to administer. Additionally, to the best of the authors' knowledge, this work is the first to generate insights into the mediating role that fantasy plays within the narrative consumption and narrative transportation framework. [ABSTRACT FROM AUTHOR]

Purpose: Consumers worldwide are increasingly adopting mobile payments. However, despite its global popularity, this innovation did not diffuse among American consumers extensively. As of 2019, less than 30% of smartphone users in the USA engaged in mobile payments. The purpose of this paper is to investigate drivers of mobile payment adoption in the USA and to explore the mediating factors of consumers' attitudes toward mobile payments. Design/methodology/approach: Data were collected through Amazon M-Turk in the USA with 222 final respondents. Participants received an incentive to participate in this study. The measurement and structural models were evaluated by the component-based partial least squares (PLS) approach using Smart-PLS 3 software. Findings: The study shows several factors affecting consumers' attitudes toward mobile payments. Specifically, relative advantage, compatibility, observability, perceived security and convenience influence attitudes toward mobile payments and, consequently, behavioral intent to use mobile payment technology. This investigation contributes to the ongoing inquiry on the adoption of mobile payment technology in the USA. It offers specific insights for managers on how to increase mobile payment adoption. The study establishes a modified diffusion of innovations (DOI) model of consumer attitudes toward the use of mobile payments. Research limitations/implications: The objective of this study is to focus mainly on consumers in the USA, and it limits the generalizability of this study. Originality/value: This study contributes to the current research on mobile payment adoption. Based on theoretical considerations, the authors derived a research model specifying critical drivers of an individual's intentions to use mobile payments. Specifically, we establish a modifie DOI-based model of consumer attitudes towards mobile payments. It shows several contributing factors affecting consumers' attitudes toward mobile payments. The paper has important managerial implications aimed at the increase of the diffusion of mobile payments in the USA. [ABSTRACT FROM AUTHOR]

With the rapid advancement of mobile internet, UGC video platforms have become integral to the daily lives of young generations. For content creators on these platforms, sharing videos sponsored by corporations is the primary method to monetize their work. This research delves into the impact of video content sponsorship and sponsorship disclosure on consumer engagement by analyzing nearly 30,000 videos on the Bilibili platform. The results indicate that video sponsorships have a significantly negative impact on consumer engagement. However, comprehensive disclosure of sponsorship beforehand can improve consumer engagement. Additionally, our study demonstrates that followers of top-tier content creators are more sensitive to video sponsorships. This paper presents a critical empirical investigation of the sponsorship issue within the context of UGC platforms, making valuable contributions to the theories of advertisements' externalities in two-sided markets and information asymmetry. [ABSTRACT FROM AUTHOR]